The Say Communications Award for Excellence in Product Communications

Summary of work

Payers are under pressure to identify efficiencies in the delivery of high-quality care. Abilify (aripiprazole), a second-generation atypical antipsychotic with reduced propensity for metabolic and cardiovascular side effects, is an option for patients with serious mental illness at risk of these conditions. However, with a generic competitor already available, and two more on the horizon, including the market leader, access to Abilify was threatened.

The Abilify value campaign empowered formulary decision-makers to maintain access to all appropriate atypical antipsychotic choices. Sales targets were exceeded three months after the campaign was launched.

Judges comments

In taking a different approach to product communications, the team developed an impressive well-structured partnership that showed deep understanding of the environment and talked to the ‘now’ of the climate the industry is facing. It was targeted, tailored and robust.

Stakeholder comments

Regional business manager: Despite generics in the market place, when you have a strong clinical and value argument focused at the right customer base, you will always drive change.

Neurology senior product manager: The introduction of a value campaign at this point in the NHS has not only provided the payer community with valuable rationale to continue the use of Abilify in appropriate patients, but has also given B-MS an opportunity to learn from and work with our NHS counterparts to provide value to patients, which is the ultimate aim.